"It’s always really fascinating how consumers perceive packaging, how they talk about it and how they interact with it."

Everything! But what excites us most is understanding the needs of consumers, brands and businesses. Packaging is purely the outcome of delivering something bigger and more significant. There are many stakeholders involved in packaging design and development – we work with consumers, insights teams, marketing teams, brand guardians as well as the packaging teams, downstream R&D and supply chain leaders. It’s always really fascinating how consumers perceive packaging, how they talk about it and how they interact with it. It is truly multisensory and it evolves over time, and the packaging attributes have different levels of importance for different cultures and generations.

Packaging has the responsibility of carrying the brand essence and communicating the product benefits – these are very abstract qualities. The packaging has to communicate those benefits through form, shape, colour, texture, shape and sound. This is an exciting challenge, and it’s all about balancing art with science, design with engineering.

If you’d like to speak with Chris or Stergios or to arrange a meeting with them at Packaging Leaders Forum, please email hello@cambridge-design.co.uk.

CAMBRIDGE DESIGN PARTNERSHIP

We are a leading product and technology innovation partner focused on helping our customers realise new opportunities. Specialising in the healthcare, consumer, and industrial equipment sectors, our solutions start at the point a business decides upon the need for innovation and finish with the launch of a breakthrough new product that is customer focused and commercially effective. Our product development and prototype manufacturing quality systems are certified to ISO 13485/9001.